NEW YORK, February 15, 2026 — A growing number of Gen Z singles, disillusioned with dating apps, are turning to a decidedly analog approach to finding love: matchmakers.
“I very much describe myself as a romantic guy— I’m big into ‘meet-cutes’ and stuff like that,” said Shardil Ahmad, 28, a New Yorker and first-year medical resident, recalling a memorable encounter on the subway. But when his mother suggested a matchmaker, he was skeptical. “I wanted to be the one to discover this person,” Ahmad explained.
After months of long hospital weeks—six days on, one day off—and limited free time, Ahmad reconsidered. He’s now part of a trend fueled by reports of “dating app fatigue” and declining user numbers. For many young people craving authentic, real-life (IRL) connections, matchmakers offer a compelling alternative.
Dating App Decline Fuels Matchmaking Comeback
Dating apps experienced a boom during the COVID-19 pandemic, with Tinder recording 3 billion swipes in a single day. Match Group, the parent company of Tinder and Hinge, reported a significant increase in subscribers compared to the previous year.
Six years later, the tide is turning. Match Group recently reported a 5% decrease in paying subscribers from the same period last year, as Gen Z prioritizes in-person experiences they missed during lockdowns. Some daters are logging off altogether.
Maria Avgitidis, founder of matchmaking agency Agape Match and a fourth-generation matchmaker, has observed a surge in inquiries from young singles. Matchmakers nationwide report a growing number of younger clients seeking genuine connection and moving away from app-based dating.
“Many of them graduated high school or college via Zoom, so they really do want that intentionality of in real-life experiences,” Avgitidis said.
Despite Gen Z’s tendency to delay marriage and parenthood, the majority still desire those milestones. Recent data from the Pew Research Center shows that nearly 70% of adults ages 18 to 34 who have never been married want to get married, with no significant difference between men and women.
“If you’re not dating for marriage, what are you dating for?” Ahmad asked.
Avgitidis notes a shift in what people seek beyond a profile. Over the past decade, she’s seen daters burned out by online platforms and craving qualities a profile can’t convey. “The language dramatically shifted about why someone was using us,” she said, explaining that values and political beliefs often aren’t apparent in dating app profiles. Gen Z, in particular, prioritizes lifestyle, hobbies, and long-term plans.
“They really appreciate and value authenticity,” she said. “It’s not so much about fitting into a certain aesthetic.”
Matchmaking’s Price Tag
The renewed interest in matchmaking is reflected in popular culture, from reality shows like “Indian Matchmaking” (and its spin-offs, “Jewish Matchmaking” and “Muslim Matchmaker”) to films like “Materialists,” starring Dakota Johnson as a cynical Manhattan matchmaker named Lucy.
Matchmaking services vary widely in cost, ranging from a few thousand to over $100,000, depending on the services included. Some high-end firms charge between $15,000 and $25,000 for curated matches. Agape Match’s services range from $30,000 to $100,000, according to Avgitidis.
The process typically involves an in-depth survey, a screening interview, and a consultation before matches are proposed. Matchmakers create detailed profiles of clients and potential matches, outlining dealbreakers, preferences, and religious and political ideologies.
Ahmad initially hesitated due to the cost. “How am I gonna spend this much on love?” he wondered.
Ultimately, the promise of vetted matches and intentional dates felt like a time-saver for Ahmad, who acknowledges the services aren’t accessible to everyone his age. “I would recommend anyone to do this if they had the time and financial capabilities to do so,” he said.
Gen Z singles seeking matchmaking but deterred by the price have options. Some agencies offer free databases where individuals can submit profiles for consideration as potential matches for paying clients. Others provide packages including coaching sessions, dating app profile reviews, and support communities.
Avgitidis reminds daters that the traditional route—meddling from family and friends—remains a viable option. Dating, she points out, used to be a collective experience.
“One day, we all just started swiping alone on the couch,” Avgitidis said. “We are not meant to date alone.”
